It depends on how your play has been perceived on the table (what your table image is). I'll try the c-bet, check turn, big bet river,.. trying to suck my opponent in, making it 'look as if' it was just a typical c-bet being that I was the initial preflop raiser, then checking the turn, 'acting as if' I'm shutting it down, then betting big on the river, attempting to look like a donk or that I'm trying to buy the pot on a missed draw or something of the sort. Often it'll get paid off,.. and if he folds,.. well I'll just try it again later, lol. Most often I'm firing out another bet on the turn if I think the flop has hit my opponent's hand. It's really dependent upon the board and who my opponent is in the hand, how my play's been perceived,...how he plays, stack sizes, stack size in relation to opponent, to avg. stack , etc.
Lots of variables to consider when making any play.